Knak / 2023-2026
AI Translations
Dual-track translation capability with proprietary AI and integrations with Smartling, TransPerfect, and Lazarus. Achieved 20% increase in MAU/WAU.
Design Highlights
Overview
I designed multi-language campaign support directly inside the Knak builder, combining instant AI translation with enterprise translation-service integrations. The system supports 75+ languages and regional variants, with full-email translation through AWS Translate, block-level translation through Google Gemini, and professional workflows through Smartling, TransPerfect, and Lazarus.
Challenge
Global customers needed efficient, accurate translation workflows for multi-language campaigns. Existing workflows required exporting content, sending it to translation services, waiting for turnaround, and re-importing—a process that added days to campaign timelines. Different customers had different needs: some required professional translations for legal or regulatory compliance, while others needed fast, good-enough translations to move quickly. The challenge was serving both use cases within a single, cohesive experience.
Approach
I designed multiple translation paths inside one consistent experience. Users can choose full-email AI translation for speed, block-level translation for precision, or a professional provider when review and compliance matter. The interface stays familiar regardless of which service powers the result.
Solution
Built translation capabilities directly into the Knak builder with multiple translation paths. Knak's built-in translations use AWS Translate to instantly translate entire emails at once, with an additional option to use AI text generation via Gemini to translate individual content blocks for more targeted control. For customers who require professional translation services, integrated Smartling, TransPerfect, and Lazarus as provider options. The key design achievement is that the UI provides an experience that feels almost exactly the same regardless of which translation provider is used—the provider is abstracted behind a consistent interface so users focus on their content, not the underlying service.
Impact
Achieved 20% increase in MAU/WAU, enabling global campaign deployment at scale across 75+ languages. Knak's built-in translations provide instant results with quality nearly on par with more expensive professional integrations, giving customers a fast, cost-effective option for most translation needs. The unified provider experience reduced the learning curve—customers can switch between Knak translations and professional services without relearning the workflow. Regional syntax support (e.g., Canadian English vs. British English) enabled more precise localization for global brands.
Key Learnings
The hardest design problem was creating a unified experience across both built-in AI translations and third-party integrations. Abstracting the translation provider behind a consistent UI meant users could focus on content rather than tools—and made it easy to add new providers without redesigning the experience. Offering both instant AI translations and professional service integrations proved to be the right approach: different campaigns have different requirements, and flexibility drives adoption across more use cases.